Thinking about it I should answer my own question:
Ditch Little Red (stupid name) and stick with code sharing for domestics, BA for LHR and BE for LGW.
Ditch the 747’s, no point carting hoards of people around at break-even prices, using the smaller aircraft should push yield up.
Ditch the orders for 380 and 787 for now. Get things turned round then have another look at new aircraft.
Standardise on the 340-600 for high yield routes from LHR.
Get the right 330, I believe the series they have acquired has payload and range issues for the VS route network. Then standardise on this for the leisure routes from LGW and MAN*.
*I’m inclined to say ditch the MAN operation but I am mindful of the MAN contigient on the forums and don’t know much about the MAN operation and it’s profitability. I would see more sense in perhaps offering MCO from MAN and several other UK regional airports with frequency from each set to match demand.
Cherry pick the right business routes from LHR so that they are all profitable in their own right.
Develop a bigger Caribbean (and other leisure route) network from LGW (to rival BA) and make them all direct to give the edge over BA on certain routes.
Stop carrying Virgin Holidays punters at break-even prices. Let holidays do their own thing and if they want to use VS let them do it at a profitable price.
Continue to invest in the product while cutting costs elsewhere.
Introduce a LGW ground product to match that at LHR but with an emphasis on leisure travel.
MOST IMPORTANTLY STOP DOING THINGS TO STROKE SRB’s EGO AND PUBLICITY SEEKING STREAK AND FRETTING ABOUT WHAT BA ARE UP TO AND GET ON WITH SENSIBLE BUSINESS.
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